With over 85% of social media users preferring video to other types of content, it’s vital to have a solid strategy for video, especially when it comes to ads. In this guide from the Small Films team we feature tips for how businesses can use video for social media ads.
Why should video ads form part of your marketing strategy?
Video ads have always proved to be one of the most valuable pieces of marketing. Only now, instead of spending hefty amounts of money on TV advertising, brands can create video content at a fraction of the cost and for a variety of platforms.
Social media offers the perfect opportunity for brands to make high-quality video ads that resonate with their target audience. Its reach is far higher than any other form of advertising, and demand is high. Around 85% of social media users want more videos from brands.
Deciding to create a video can lead to plenty of excitement within your brand, especially if you don’t usually make this type of content. And it can be easy to get lost in the eagerness to make a video, so much so that you forget the principal reasons you’re creating the content.
Just like any other form of marketing, there needs to be a plan and a clear goal for the video. Before hitting the record button, think about what your audience cares about, the problems they face, how your product or service solves their issue and why your brand’s position is a unique one worth investing time in.
2) Decide on a format
There are many ways to display videos for social media ads, and you can use the same one across several platforms. But it’s still worth understanding the available options and which platform supports different types of video.
Ad type
Facebook
Instagram
X
Snapchat
YouTube
Pinterest
In-feed
👍
👍
👍
👍
👍
👍
Story ads
👍
👍
👎
👍
👍
👎
Collection ads
👍
👍
👎
👍
👎
👎
Interactive
👍
👍
👎
👍
👎
👎
Carousel
👍
👍
👎
👎
👎
👎
Other
Messenger
IGTV
👎
👎
👎
👎
3) Tell a story
Don’t start your video with the hard sell. Instead, tell a story and build a relationship with the viewer. Create something they can relate to, whether offering social proof with a video testimonial or making a product video and showcasing its features.
Understand where your audience is in the buyer journey, as this will help form the narrative of your video. With this approach, you can guide them to the next step and film a piece of content designed to meet them at the exact spot of their buyer journey.
4) Write a script
Scripts can take video ads to the next level, offering a layer of professionalism that increases buyer confidence. Always make the buyer the primary character in your script, highlighting their status as the hero.
Talk about the problem and solution and relate to their needs. Put the viewer at the front and centre so they can imagine themselves in a similar position. The best video ads relate to the customer, express the emotional aspect, offer the reveal for the problem and give the viewer release by providing a solution.
5) Film your video
Once the script is in place, it’s time to film your video. There are two primary ways to do this, either in-house or by using a specialist video production company with experience shooting social media ads and writing scripts.
If you have people in-house capable of filming the video, you can work with them to get the perfect ad. But if you don’t have access to a video team, it’s worth hiring specialists rather than doing it yourself. You want to tell meaningful stories that connect with the customer. Sometimes that’s only achievable with a qualified video team who knows all the right tricks to create compelling video content.
6) Post your video
Once the video is finished, it’s time to post it across different social media platforms. If it’s a sponsored video, you may want to settle on one or two platforms so you don’t exceed budgets. Using sponsored content can increase reach and get your video in front of more people.
Once it’s live, it’s also worth creating content around the video, such as blog posts. Essentially, you want to give your video ad the best chance of succeeding. By posting it organically, using sponsored ads and creating content around it, you can enhance its standing and use the video across several platforms to promote your products or services.
Video forward
Video tends to be the most creative ad type for social media, and all brands should engage in this type of content. They’re more captivating than other forms of advertising, which means they can hold their attention for longer. A well-shot video that hits the right tone can help you drive more sales and increase brand awareness.
It’s easy to understand the immense popularity of a product demo video. When we cast our minds back to the days of having to rely on unlovable instruction manuals, the case for simple, straightforward videos that explain how to get the most out of a product is unanswerable.
It goes without saying that product demo videos aren’t just about showing existing customers how to use a product. They’re also a fantastic way to explain the use and value of a product to potential new customers, and they can play an important role in supporting your wider business marketing strategy.
According to research undertaken by retail experience agency Stellar, just shy of 60% of those surveyed said that they would not spend more than £250 on an item without seeing it and understanding how it works first-hand. In an era where heading to a department store for a real-life demo has recently proven rather tricky, it makes sense to invest the time and money in putting together well-made product demonstration videos. This is something that product manufacturers the world over understand, and it is reflected in the fact that YouTube is now awash with how-to videos for products of every stripe.
It is highly likely, then, that putting out a good product demo video may well be what shifts the needle when it comes to winning over prospective customers. So let’s take a look at how to make the perfect product demo. Think of this article as a how-to guide for how-to videos. (Whilst this is rather ‘meta’, it’s not quite on the same level as a how-to video explaining how to make how-to videos… watch this space).
How to make a product demo video that works
Making a good product demonstration video involves explaining to your target market the following:
How your product works
How people can use it
Understanding the ultimate objective is nice and straightforward; the difficult part lies in the execution. Adhering to the following guidelines should, however, help you to nail the basics and present your product in the best possible light.
1. Identify your audience and their pain points
Good product demo videos identify a problem, or pain point, that resonate with the product’s potential users – and in order to identify those problems, you will need to gain a good understanding of who those potential users are.
Before you start the process of drafting a script, or devising scenarios that show your product being used to perform certain tasks, it’s worth taking the time to reflect on these questions. Doing so will help you to identify the product features that will be most appealing to your audience and determine the best way to demonstrate the benefits that your product has to offer.
2. Tell a story that evokes the right response
If you want to make a winning product video, you first need to make your audience care about what it is that you are selling. This can be something of a tall order in an age of non-skippable YouTube ads and advertising fatigue.
It is here that the power of storytelling comes in. Incorporating basic storytelling elements into your product demo can enable you to engage with your audience on an emotional level, which can make all the difference when it comes to helping your viewers understand how they might benefit from being able to use your product in their daily lives.
As humans, we’re much less rational in our decision-making process than we might like to think, and we’re far more likely to respond positively to a product demo if it evokes the right emotional response. A good example of this in action is Sony’s Noise Cancelling Headphones demo video, which does an excellent job of conveying how customers feel when using the noise-cancelling function – in this instance, an exhilarating sensation of escaping a crowded tube train and being transported to another world:
[Sony Noise Cancelling Headphones WH-1000XM4 Official Product Video]
You can’t go too far wrong if you employ a simple narrative arc with a beginning, middle and an end, in which you start by introducing the problem, or specific pain-point, that a customer might experience, before introducing a solution, with all of the benefits that it can provide, and ending with a strong call-to-action (CTA).
3. Use questions and answers to present everyday scenarios
Having characters in your videos ask basic questions is a great way to present scenarios in which your product’s uses and benefits come to the fore. This approach tends to work best with products that are primarily designed for use in a work environment, and it is a great way to tell a story and keep your viewers engaged.
A great example of this in action is Salesforce’s product demonstration of their billing software.
[Salesforce CPQ & Billing Demo | Salesforce]
In this demo, a customer asks the sales rep for a quote, providing the cue for Salesforce to showcase their Guided Selling tool. The impressed response from the customer is then humorously contrasted with the stressful, disorganised state of affairs before Salesforce’s CPQ software was introduced to the office. A similar device is used when the customer explains that their needs have changed, and that their contract needs updating – setting up a cue for Salesforce to ride to the rescue again.
What is interesting about this product demo is that it upends the traditional problem-solution narrative that you find in most product demo videos: we are told from the outset that the sales and finance employees in an office are happy, and that this is because of Salesforce. Rather than being presented with a pain point, we are given the solution at the outset, which instils a certain amount of curiosity in the viewer as to the nature of the product that is being promoted and why it is so helpful.
Salesforce’s demo effectively communicates how their software could be put to use in an everyday office environment by presenting a couple of basic customer queries. Setting up cues in this way can provide your demo with structure and convey the various ways in which your product could help your prospects.
4. Keep it short and simple
Whilst you may have a comprehensive understanding of your product’s features, you should never lose sight of the fact that your audience will not. It is imperative, therefore, that you proceed slowly and clearly when demonstrating how to use your product and avoid using technical language: your ultimate goal here is to convince your audience that your product is easy to use, and so you should avoid bamboozling them with jargon.
This need for clarity of presentation should be balanced, however, with the need for brevity. In an age of ever-declining attention spans (a recent study from Microsoft concluded that humans have an attention span of just eight seconds), you would be well-advised to think of your product demo as an elevator pitch. Deliver 2-3 key features that your product has to offer, and do so in as concise a fashion as possible. This Zoom Meeting demo is an excellent example of how Zoom’s main selling points, i.e. the capacity for video conferencing, good audio quality, ease of use, etc. can be communicated in just 45 seconds.
5. Consider making an animated product demo video
If you are struggling to see how you might convey certain concepts and features to your audience, you may find that animation may serve as the best medium for your product demonstration video. Animation is particularly popular among B2B companies, as it makes it easier for them to portray their products and services in a fun, dynamic light.
For this case study, we thought we’d pick one of our own videos to demonstrate how it should be done. We combined video footage, photographs and graphics to capture what Dabbl, a new smartphone app that allows users to take a picture of a logo and then search for the company’s information, has to offer.
If you’re keen to explore the rest of our portfolio, check out our other case study videos.
If you struggle to bring your product’s finer points to life, consider incorporating animations into your product demo or opting for a fully animated short. It is often much easier to communicate abstract concepts via animation, and animation also has the advantage of being a cost-effective medium. For further information, read our guide to animated explainer video best practices and learn all about the different types of animated videos.
6. Find an appropriate soundtrack
Including music in your product demonstration video is a great way to sustain the interest of your viewers. The generic ukulele music that is so beloved of Google and other tech giants may have worn rather thin over the years, but that shouldn’t stop you from finding something suitably cheerful and inviting to accompany your video.
For a good example of this in action, check out the use of mellow, chilled-out music in this Nespresso product demo video. The retro soundtrack used in this video puts the viewer at ease and associates the use of the product with a relaxed, stress-free experience.
Just bear in mind, however, that many viewers (especially those using a mobile device) will watch videos without the sound. Which takes us neatly to the next point on our list…
7. Include subtitles in your product demo
Including subtitles helps underline your product’s main selling points, and it will enable those who are listening without sound to get a clearer picture of how your product works.
As we never tire of pointing out, 85% of Facebook videos are watched without sound, and 80% of viewers say that they react negatively to videos ads that play with sound. Whilst YouTube does tend to be the platform of choice for product demos, there is a strong case for producing content that is well-optimised for all channels – or for simply producing subtitled versions of your original content. Find out more about repurposing your business video content.
8. Optimise your video for search
And now to the more data-driven side. Optimising your video so that it ranks well in Google search results and in YouTube listings is a must if you wish to maximise your viewership.
Incorporate relevant keywords with high search volume to drive traffic to your demo, and include a description that accurately represents the content of your video. Finally, choose a custom thumbnail that helps your users know at a glance what your video is about in order to enhance your video’s click-through-rate (CTR).
If you’re a UK start-up looking to create your first crowdfunding campaign, it can often feel like a minefield of which platform to choose. Do you go for a smaller site such as Seedrs with a greater UK presence or choose one of the crowdfunding giants such as Indiegogo? Below we’ve chosen the top 5 crowdfunding sites for UK businesses. At Small Films, we’ve raised millions over the years for start-ups with our crowdfunding videos. If you’d like support with your campaign, then do give the team a shout.
Headquartered in London and Lisbon, the crowdfunding site Seedrshelps many businesses raise the investment they need to grow. They’ve so far raised a whopping £1.5 billion for companies with 1,501 funded deals to date. Seedrs is a great kickstarter site for newbies to crowdfunding, with a hub of tools and resources for start-ups. Check out their article, From start to finish: A timeline of the fundraising process – a cracking bit of content for those starting out.
Whilst Indiegogo is a US platform; it still supports UK startups with their crowdfunding campaigns. They have a huge breadth of sectors they support, plus an enormous following with 10 million users visiting their site each month. Undoubtedly one of the biggest crowdfunding sites for UK start-ups, Indiegogo launch an impressive 19,000 campaigns each month.
Kickstarter is the king of crowdfunding platforms. So big that it often raises £2M+ per day. Whilst this site is very US-centric, you can easily filter by UK crowdfunding campaigns. With projects that have gone on to win Grammys and Oscars, they are the crème de la crème of crowdfunding sites. But do expect that you will have to create a crowdfunding campaign that creates some buzz – as, with so many campaigns launched each day, it could be easy to get lost in the noise.
Crowdcube is focused on the European market and has been the crowdfunding platform for some of the most exciting UK start-ups. From the likes of Monzo to BrewDog to Mindful Chef, Crowdcube is a great UK crowdfunding site for if you want your brand to sit among some of the most exciting European start-ups.
Crowdfunder is the UK’s largest crowdfunding site and helps businesses, charities and community projects to help raise funds for their ideas. Since their launch, they’ve raised £200 million for businesses. Expect to see crowdfunding campaigns for church restorations, local sports teams or rewilding funds rather than challenger tech companies raising funds on this site.
The video can be the make or break of a crowdfunding campaign. Needing to showcase the passion behind the project, the story of how you got there, plus the challenges your product solves – a Kickstarter video has to create a big impact to raise that all-important investment.
Moving away from technology, Analog is a productivity tool that takes users back to pen and paper. Raising almost $500,000, this crowdfunding video uses shots that really highlight the beautiful craftsmanship behind the product. As any crowdfunding campaign should, the video delves into the story behind the idea, the challenges it solves and why it’s a step above online project management tools. Viewers aren’t left in the dark about how it works – this crowdfunding video is so effective because it gives a step-by-step view of how to use the product.
Crowdfunding target: $6,000 Money raised: $451, 577 (as of 28.09.21) No. of backers: 5,039
Crowdfunding platform: Kickstarter.com
Phone case brand Mous created this kickstarter video to raise funds for their indestructible phone case, Limitless. This crowdfunding video has you hooked from the start as the camera sweeps towards an iPhone about to be dropped from a 40ft crane. Packed full of stunts, this Kickstarter film does a great job of showcasing the strength of the case whilst also featuring close-ups of the awesome engineering of the product.
This crowdfunding video from Misen really leverages the success of their previous well-funded product. And with a clear and snappy video showcasing how good their new range is, it’s no wonder they’ve smashed their original target of £18k. This is a great example of a crowdfunding script done well. It’s clear, engaging from the start and shows the passion behind the brand. Viewers won’t doubt that the pan does what it says on the tin, with numerous shots of different recipes being created oil-free and without a sticky pan in sight.
Crowdfunding target: £18,000
Money raised: £855,377 (as of 28.09.21) No. of backers: 5,026
Crowdfunding platform: Indiegogo.com
Bringing sharp humour to their video, it’s no surprise that Hitch’s crowdfunding campaign raised over $1.2 million in funding. The super slick script adds a light-hearted edge to the importance of eradicating single-use cups. They highlight the ‘why’ behind the brand and clearly show the product in action, so viewers can easily imagine this nifty design as part of their own lives.
This vegetable crisp brand created a fun and engaging video to help with a new Seedrs investment raise. Featuring their founder, Emily Wong, this crowdfunding video does a great job of capturing the cheery personality of the company whilst also highlighting the story behind the flavours. With a mix of video and motion graphics, this kickstarter video helped to raise a whopping £1.1 million during its crowdfunding campaign.
Showing excellent product shots, slow motion coffee clips and behind the scenes videos, this video is a great example of a Kickstarter video that takes the viewer through the story of the product. The video has been scripted to really put the watches sustainability front and centre – appealing to investors who want to look after the planet.
Crowdfunding target: $20,000
Money raised: £63,133 (as of 28.09.21) No. of backers: 472
Crowdfunding platform: kickstarter.com
In this crowdfunding video, Infabode has turned what could be a dry subject into something that is engaging and easy to understand. The video really taps into the problem that Infabode solves and by choosing motion graphics they haven’t restricted themselves to just showing their website. This B2B video raised an amazing £750,000 in investment.
This super-smart kit is designed to turn anything into a chain reaction machine. The toy isn’t just designed to help problem-solving, it’s designed to bring resilience, collaboration and creativity to how kids learn. And this is cleverly shown throughout this crowdfunding video. Momentix cleverly captures the range of home products that can be used alongside the kit – helping viewers to imagine using it in their own homes.
Crowdfunding target: £4,738
Money raised: £17,271 (as of 28.09.21) No. of backers: 258
Crowdfunding platform: kickstarter.com
Kaelohas created one of those awesome products you didn’t know you need. A wine cooler that’s integrated into the worktop, Kaelo keeps the wine chilled (and within arms reach). This video captures brilliantly the lengths the founder went through to bring Kaelo to market (an amazing 7 years in creation) and also highlights the great team behind it – so you know from the offset this is a great product to invest in.
Another nifty design, Foldeat’s crowdfunding video gets your attention immediately by playing into healthier eating patterns. The script is light-hearted whilst also giving the hard-hitting facts. Is it washable? Can it cope with liquids? No questions have been left unanswered with this video, taking the viewer through the journey of how Foldeat can be used to create a better away-from-home dining experience.
If you’re looking for a crowdfunding video production company,then Small Films are well versed in creating films that raise the big bucks. We’ve helped numerous companies raise millions of pounds across the years and we’d love to chat about how we can help you reach your crowdfunding goals.
We help businesses reach a wider audience with video marketing strategy and production.
